This study examines whether brand image, price, and customer-oriented services significantly impact customer buying decisions, with brand trust as a mediating variable in Prudential insurance companies in several areas in Indonesia. Questionnaires were distributed to 282 respondents prudential customers with an active policy. The data analysis technique using the SPSS 26 and the relationship between variables was measured using SEM AMOS 26. This study indicates that brand image has a positive and significant impact on brand trust with a Critical ratio value of 2.644 and a significance of P of 0.008, the price has an impact. In the findings, there are positive and significant towards brand trust with a Critical ratio with a value of 4.888 and a significance of P of 0.000; customer-oriented services have no significant impact on brand trust with a Critical ratio value of o, 556 with a significance of P of 0.578. Brand image is the dominant variable affecting customer buying decisions with a critical ratio value of 7.333 and a significance of P of 0.000. Meanwhile, brand trust does not significantly affect customer buying decisions, with a critical ratio value of 1.658 and a significance of 0.097.

Keywords
brand image, brand trust, customer-oriented services, price, customer buying decision